1. Global Icon BLACKPINK Meets Asahi
From the beginning, the advertisement exudes the presence of global superstars with the intense gazes of the BLACKPINK members. BLACKPINK is already a representative K-pop girl group with global influence, and perfectly matches the ‘premium’ image that Asahi Beer pursues. BLACKPINK in the advertisement harmonizes with Asahi Beer’s brand identity by bringing out their individual personalities and styles. Asahi’s hiring of BLACKPINK as models is an important choice for the brand’s global expansion strategy, and can also be interpreted as an attempt to strengthen the connection with the younger generation.
2. Visual beauty that harmonizes minimalism and luxury
This advertisement captures attention with thoroughly sophisticated visual beauty and composition while removing unnecessary elements. It visually expresses the ‘dry and cool feeling’ of Asahi Beer by utilizing a dark background and metallic lighting, and the costumes worn by the BLACKPINK members and the set design also maintain the overall tone and unity, adding a sense of luxury. The fast cut transitions and the rhythm of the music simultaneously create tension and anticipation, successfully imprinting the brand identity and style in just 15 seconds.
3. Strong emphasis on the message “Super Dry”
At the end of the commercial, the brand message “SUPER DRY” fills the screen. This is intended to strongly convey Asahi Beer’s core value of “extremely dry taste.” It is particularly impressive that the images of the members of BLACKPINK and the slogan “Super Dry” are combined without a scene of the members drinking beer, naturally evoking the sensory characteristics of the beverage. This can be seen as a production focused on imprinting the brand’s main keywords as a visual identity.
4. Global marketing strategy utilizing fandom
BLACKPINK’s global fandom plays a key role in Asahi’s current campaign. As soon as the commercial was released, fans responded explosively on social media, and the YouTube teaser video recorded millions of views within a few hours of being uploaded. This goes beyond simple product advertising and shows that it has served as a ‘cultural content’ that allows fans and the brand to connect emotionally. Through this, Asahi is using a strategy to strengthen its position as a global premium beverage brand, beyond its image as a mere Japanese beer brand.
5. Expected effects of the advertisement and future prospects
This teaser is merely a ‘preliminary battle’ before the actual advertisement is released. However, Asahi has already secured high brand attention with this short advertisement alone, and the effect will be even greater if the collaboration with BLACKPINK continues in earnest. In particular, in the second half of 2025, Asahi’s various campaign expansions are expected to coincide with BLACKPINK’s new activities, and this can also take the form of offline events, limited edition products, and collaborative goods.
The meeting between BLACKPINK and Asahi is an interesting case that goes beyond the simple use of celebrity models and is at the intersection of global culture and brand marketing. Despite being a short advertisement, it contains various messages and strategies, and it can be considered important content that symbolically shows the flow of brand marketing in 2025.